2022 Annual Benchmarking Report:
Local media emerged from the pandemic with a sharper focus on digital initiatives and a new drive to sell more. This year, they're on track to capture $12 billion in digital revenue, stealing market share from the big pureplay companies for the first time in 15 years. This is our annual assessment of how much of the $92 billion spent on local digital advertising is being kept in-market by media companies, what types of digital advertising is being sold, and who's getting it. The 66-page report features 45 charts and tables, including benchmarking data that measures digital revenue performance for TV stations, local cable systems, daily and weekly newspapers, and radio stations. Two appendices list ad-spending estimates for 513 U.S. markets for 2021 and 2022, including estimates of local media's Obtainable Digital Revenue in each market. The report is $1,195, or free to Borrell subscribers. An executive summary is available for free.